It makes cents. :-) I’m interested in the platform play and the cross selling opportunities. With Kanye, Yeezus and TLOP helped him cross sell his shoes, clothing, and his other ventures. His music is a loss leader for his product/project portfolio. We’ll probably see more artists use cross selling as a strategy to recoup the loss in other projects.
Beyonce is another person who does a great job of leveraging anticipation for her music for other products. (See Formation)